In even the most traditional fashion marketing teams nowadays, there will be precious little dissent on the matter of whether or not influencer marketing is necessary. After all, it’s not like it’s the new kid on the block anymore. Instead, influencer marketing is a tried and tested channel; it has been weighed, it has been measured and it has been found to be unbelievably effective with 80% of consumers making purchases off of the back of influencer recommendations, and beauty brands, for example, enjoying an 881% return on their investment.
But if its efficacy isn’t up for debate, what else is holding brands back?
While there are undoubtedly a number of challenges you might face when looking to incorporate influencer marketing into your strategy, one major one comes up time and again: resources.
Yes, marketing’s oldest struggle rears its ugly head, holding brands back from enjoying the outcomes they should expect to see from their influencer marketing efforts. And while growing your team in-house can be a solution, it’s often a slow one and unavoidably costly. Another route is of course to outsource, partnering with an agency who offers influencer marketing services to get the job done without adding to your teams already weighty workload.
But with so many agencies now crowding the market, how can you know which is the right pick for you?
In our guide to finding the best fit for your influencer marketing agency, we’ll be taking a look at what type of agency will help you achieve your goals. Let’s get started…
Generalist vs specialist
The first thing you’ll want to consider when assessing your options is whether or not you want a team who offer a selection of services, or one whose focus is solely on influencer marketing.
1.Full-spec media agencies
Let’s start with look at the one-stop-shop media houses. These guys will cover everything, from paid social to print, to billboards and direct mail; they will serve most if not all marketing channels including influencer marketing.
Agencies like this offer a particularly valuable service if you’re looking to outsource more than one channel. They will have individuals or teams to cover the different areas involved, and communication can be more streamlined by virtue of proximity. You may have to keep an eye out for any conflict over budget attribution or resource prioritisation, as each piece of the puzzle may want the greatest represent